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Get Real explores how brands can successfully engage with a new generation of austerity-hardened consumers who value fallibility, vulnerability and real human emotion over the idealised promise of a perfect life. We identify key tools, business strategies and commercial opportunities for connecting with this post-aspirational mindset across retail, consumer lifestyle, fashion and marketing.

In Raw Human and Marketing Imperfection, we explore how the new consumer is one who craves emotional connection and sensorial experience, and who seeks out brands that understand the gritty, realistic nature of their contemporary lives. Beta Brandscapes provides blueprints for brands to embrace a fluid, flexible approach that resonates with the “fail fast” generation, while Retail Beyond the Algorithm reveals strategies to harness surprise and delight – those very human traits so crucial to brand success. Finally, in Finding Strength, we look at how consumers seek to celebrate inner strength through vulnerability and honesty, and how brands can reflect this next iteration of authenticity.

Stylus Macro Trends describe longer-term patterns in global consumer behaviour. We analyse trends from the consumer lifestyle, product and engagement sectors to deliver strategies for innovation. The reports include the characteristics and dynamics of each trend, backed by evidence in the form of case studies. Macro Trends provide key commercial insights and guidance for anyone targeting consumers.